Outspent 52 to 1,we embarked on an online strategy for Chicken of the Sea tuna that incorporated compelling and relevant elements targeting moms, including a casual game that became the most played game ever on gsn.com, one of the largest gaming platforms on the Web. We also delivered on a key success metric, increasing "likes" to the Chicken of the Sea's Mermaid Facebook page six-fold within five months.

The Economist Group created the "Ideas Arena: Global Leaders" campaign around the conversation started at the World Economic Forum's annual gathering in Davos, Switzerland. Its goal was to weave Thomson Reuters into the fabric of intelligent conversation within the audience. The campaign targeted business decision makers and featured an interactive Web site chock full of forums for participation. The Economist's millions of readers, Facebook and Twitter fans were encouraged to follow and participate.

Google's "Watch This Space" campaign featured a sleek Web site that was easily navigable and full of rich content. Utilizing six tabs, the Web site hosts information on industry trends, solutions, tools, a creative corner, news and a sandbox. The content in each tab is artfully vibrant and informative, making the campaign's execution both effective and aesthetically pleasing.

Approva's new online campaign, I Love Control Freaks, sought to shine a cheeky light on what a Control Freak brings to a corporate environment - that is, a Control Freak is indispensable. The Web site, which is a cornerstone for the campaign, features loads of Control Freak-themed content like the "Official Control Freak eHandbook," "Should've Had a Control Freak" video series, and a Control Freak blog.

Promoting Gatorade as part of evolving sports nutrition meant upping its digital game to its target teen audience. The multimedia creative pitted vintage athletes against today's stars, like Dwight Howard and Peyton Manning, to showcase Gatorade's importance as a fitness fuel. The "Before, During and After" G Series also keyed up on an iPad game, driving users to gatorade.com, where questions are answered in real time, scoring a hit with its target demo.

Since Coke and Pepsi hold pouring rights on most college campuses, Dr Pepper booked a different entry. It partnered with chegg.com, the online textbook rental service, for an interactive brand campaign. Students designed Chegg boxes with Dr Pepper imagery, then asked friends to vote on Facebook and Twitter. The campaign clicked on 4,000 campuses; the top three designers won a MacPro - and the winning look will be printed on Chegg delivery boxes for the fall semester. The promotion delivered top marks: 19 million impressions.

In 2010, Pepsi debuted the Pepsi Refresh Project, a community-focused platform where you submit ideas and, if accepted, receive a monthly grant. PRP directed more than $20 million dollars to fund 1,000+ great ideas - and received 87 million votes in the process. In 2011, PRP 2.0 awarded twice as many grants - from arts to health to the environment. The site encourages users to participate in their communities, promoting an optimistic, can-do sensibility that embraces Pepsi's spirit. The work isn't selling a beverage; it's selling a philosophy of service.

For Yuengling's Lord Chesterfield Ale, everything old is new again. The Pennsylvania brewery took the 182-year-old ale and turned a small following into an online success. The inviting Lord Chesterfield site promoted the beer and its colorful 18th-century namesake via Facebook, Twitter and the Chesterfield Advisor blog, which even dispensed dating advice. Between Yuengling events and beer bloggers, 7.5 million impressions were generated cross-platform. Last summer, sales of Lord Chesterfield Ale were up nearly 22 percent in the Mid-Atlantic over 2009.

PALM Beer is a premium Belgian brew that wanted to play in the Big Apple. That meant linking with various NYC events, like Restaurant Week, as well as kick-starting a Facebook site to encourage PALM traffic and literally driving the PALM Love Bus throughout the city. Both, alongside the iPhone PALM Beer app, created buzz for a new brand rarely drunk here. A stranger no more, the effort produced a 45 percent increase in PALM beer sales in New York City over 2010.

Magners Irish Cider, which supports an eponymous comedy festival in Glasgow, decided to stage one in Boston. To promote it - and its brand - the multimedia campaign had the last laugh. Fifty amateur comedians hoping to win a slot pitched themselves on Facebook, generating 75,000 visits - and 10,00 visitors to the festival site. Sixteen of the 20 shows sold out, and 2.1 million impressions were created for Magners. Dying is easy; comedy is hard. Magners just leveled the field.